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Celebrity Endorsement

Celebrity Endorsement

          
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About the Book

Der Einsatz von Celebrities als Teil der Markenkommunikationsstrategie ist zur gängigen Praxis vieler Unternehmen geworden. Sie investieren signifikante Beträge, um in Zeiten zunehmender Informationskonkurrenz Gehör zu finden. Dabei erhoffen sie sich nicht nur eine größere Aufmerksamkeit, sondern auch einen Transfer der positiven Eigenschaften des Celebritys auf die beworbene Marke bzw. das Unternehmen. Jedoch können Unternehmen das Privatleben ihres Celebritys nicht kontrollieren und so kann es für das Unternehmen zu unerwünschten Ereignissen kommen. Moralische, ethische oder legale Probleme des Celebritys werden zur Herausforderung, um die Reputation des Produkts bzw. des Unternehmens zu wahren und Konsumenten nicht zu verlieren. Die Theorie des assoziativen Lernens und eine größere Gewichtung negativer Informationen implizieren dabei ein hohes Risiko. Doch welche Erwartungen Konsumenten in solchen Fällen an die Unternehmen stellen und welche Faktoren für sie dabei ausschlaggebend sind, ist unbekannt. Ebenso welche Rückkoppelungen durch die negativen Informationen entstehen können. Eine qualitative Untersuchung anhand fokussierter Interviews hat Faktoren aufgezeigt, die es für Unternehmen im Falle des Auftauchens negativer Informationen über den Celebrity Endorser zu beachten gilt. Experteninterviews mit Unternehmen haben dagegen die Praxis näher untersucht und dabei sowohl Dissonanzen als auch Analogien aufgedeckt. Es wurde evident, dass die Reaktionsweisen der Unternehmen und somit ihr 'good citizenship behavior' primär für Einstellung und Kaufabsicht der Konsumenten verantwortlich sind. Der Level der Medienaufmerksamkeit bezüglich des negativen Ereignisses zeigte sich dabei als moderierender Faktor. Ebenso wurden die Erwartungen der Konsumenten bei möglichen Falschmeldungen evaluiert.
About the Author: Isabelle Köhler wurde 1987 in Seligenstadt geboren. Ihr Studium der Betriebswirtschaftslehre an der Ludwig-Maximilians-Universität in München schloss die Autorin 2012 erfolgreich mit dem akademischen Grad des Bachelor of Science ab. Ihr Schwerpunkt hierbei lag im Bereich des strategischen Marketings, der marktorientierten Unternehmensführung und der Wirtschaftspsychologie. Bereits während des Studiums und einer vorhergehenden kaufmännischen Ausbildung sammelte die Autorin umfassende praktische Erfahrungen im Bereich der Markenkommunikation. Fasziniert von dem fortwährenden Trend des Einsatzes Prominenter als Werbeträger und motiviert durch die große Forschungslücke bezüglich der Risiken einer negativen Publizität der Prominenten, widmete die Autorin sich der empirischen Aufarbeitung dieser Thematik in dem vorliegendem Buch.


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Product Details
  • ISBN-13: 9783863413552
  • Publisher: Bachelor + Master Publishing
  • Publisher Imprint: Bachelor + Master Publishing
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Sub Title: Die Auswirkungen von Skandalen und Fehltritten
  • Width: 148 mm
  • ISBN-10: 3863413555
  • Publisher Date: 02 Oct 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 100 gr


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